Behavioural messages, profiling forms, surveys: effective marketing automation and web personalisation strategies can also make a difference in lead generation.
Blendee’s Marketing Operating System offers numerous APPs that, by exploiting the basic engines, make a lead generation strategy even more effective and engaging.
But what activities should be put in place at an early stage for successful strategies?
Certainly the list is long, and in this in-depth study we have chosen to present you with the most original and appealing APPs.
But before we get to the heart of the matter, let’s do a little theoretical investigation.
Have you ever heard of the Unveil Rate?
The term “unveil rate” refers to the unveiling rate, the ratio between known users, users of whom one has contact information, be it a mobile phone number or an email address, and anonymous users, i.e. all those who choose to browse a site or a shop without releasing any contact data.
As can be easily guessed, in a lead generation and nurturing strategy, knowing this KPI as a starting point is crucial to understanding and fine-tuning the best strategies to deploy. Blendee’s Analytics allow the number of registered and anonymous users to be monitored by simply accessing the Users’ dashboard.
Statistics at hand, however, reveal a significant fact: in Italy only 1.8% of visitors, on average, choose to reveal their data and leave contact information on a website or eCommerce.
This means that over 98% of users interact anonymously, an important fact that represents a great challenge but also a huge opportunity, especially when we talk about lead generation activities.
Here then are some interesting APPs to use for a winning lead generation strategy.
Lead Generation for eCommerce: APPs not to be missed
Profiling customers and users in the best possible way in order to offer truly customised browsing and purchasing experiences: the success of an eCommerce project is increasingly encapsulated in the customisation of the browsing and purchasing experience, the first step in a loyalty and retention strategy. In this context, and especially in the initial phase of an eCommerce project, lead generation activity is fundamental for increasing the customer base.
FLASH SALES WITH FORM and FLASH SALES RECOMMENDATION WITH FORM
Among the APPs for effective lead generation activities in an eCommerce context, Blendee provides APPs that allow you to combine time-based offers and forms. Through the use of behavioural messages, it is possible to incentivise the anonymous user to release data and contact information in exchange for a coupon to be used for a time-based offer.
Time-based, but also customised offers: the Flash Sale Recommendation and Form APP can also be enriched through the activation of product recommendations. The aim in this case is to further engage the user by showing not only a timed offer but also products recommended on the basis of browsing behaviour, rather than on the suggestion of artificial intelligence and machine learning algorithms.
BEHAVIOURAL MESSAGE WITH FORM AND RECOMMENDATION
Warning, side panel, box message: eCommerce lead generation activities can be deployed using different behavioural message models. Here again, the form may be accompanied by the presentation of customised product recommendations. The objective, as anticipated above, is always to engage the user and make him/her release data and information more naturally.
As we have repeatedly anticipated, in a lead generation activity data and information requested from the user must always be balanced against the “benefit” offered, be it a coupon code, a personalised offer, or a free resource.
Inserting recommended and customised products may thus represent an extra incentive for the user to fill in the form.
Behavioural messages and forms: the combination for a winning lead generation strategy
“Forms and Surveys’ and “Behavioural Messages” constitute the basic engines for a lead generation strategy. If the former makes it possible to collect data and information in a more or less in-depth manner, it is, without a doubt, the latter that enables effective visualisation.
In fact, behavioural messages can attract users’ attention and personalise their real-time experience by displaying content consistent with their own browsing experience. This is precisely the case with the On Exit Recommendation and Form APP, which allows the user to be engaged while still anonymous, just before they choose to leave the site, or the Warning with Form or Side Panel with Form APPs, which allow more impactful layouts to be exploited to capture the user’s attention.
Lead generation activities, but not only: behavioural messages and forms can also be used for progressive profiling activities.
Newsletter subscription forms, surveys, profiling forms: Blendee’s dynamic smart forms make it possible to collect valuable data and information on users based on their browsing context, making the request always relevant and consistent
Advanced Lead Capture Form Builder: “evolved” lead generation
Biographical information, psychographic data, interests and much more: as we have already mentioned, Blendee’s “Form and Survey” engine allows you to better profile your users.
Among the APPs that take full advantage of this engine, we also find Advanced Lead Capture Form Builder, an application designed to revolutionise lead collection through the creation of customised forms, capable of capturing detailed and relevant information and exploiting highly customisable layouts.
Data and information collection, but that’s not all: what characterises the APP is the possibility to connect to CRM systems and other platforms in order to guarantee a continuous workflow that also includes follow-up activities on collected contacts, which are fundamental for lead generation activities.
If the APP Advanced Lead Capture Form Builder proves to be particularly useful for data and contact information collection activities also from a sales perspective, Blendee also offers the possibility to engage users with applications that leverage more on playful and gamification aspects.
